Factors Affecting Vietnamese Young People’s Impulsive Purchasing Intention on Live-Streaming Commerce DOI: https://doi.org/10.33093/ijomfa.2025.6.1.11
Article Sidebar
Main Article Content
Abstract
This paper examines the factors affecting Vietnamese young people’s impulsive purchasing intention in the live-streaming commerce environment. Adopting the S-O-R research model with influencing factors is the Streamer’s Attractiveness (AT), Streamer’s Trustworthiness (TR), Streamer’s Expertise (EP), Perceived Price (PP), Product Usefulness (PU), and Facility Condition (FC). The mediating variables, or the O elements, are Perceived Enjoyment (PCE) and Perceived Usefulness (PCU). Lastly, the response that buyers deliver is Impulsive Purchasing Intention (IPI). The research focused on young Vietnamese people, particularly Millennials and Generation Z, born from 1980 to 2006 (18 to 44 years old). The quantitative research used a snowball sampling technique with a total of 291 qualified surveys. The data was processed and analyzed with the assistance of SPSS version 22 and SmartPLS 4. After thorough analysis, it is proven that perceived enjoyment and perceived usefulness have a positive influence on impulsive purchasing intention; streamer’s attractiveness and trustworthiness, as well as perceived price, have a positive impact on perceived enjoyment and indirectly impact impulsive purchasing intention; product usefulness and facility condition have a positive influence on perceived usefulness and indirectly impact impulsive purchasing intention. However, the streamer’s expertise and perceived price do not impact perceived enjoyment and usefulness, respectively. The study found that impulsive buying intention is often triggered by emotional arousal, yet consumers still care about product quality and usefulness. The proposed model has been verified in the Vietnamese context and delivers practical insights for companies and marketers.
Article Details
References
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53. https://doi.org/10.2307/1252310
Animesh, Pinsonneault, Yang, & Oh. (2011). An Odyssey into virtual worlds: Exploring the impacts of technological and spatial environments on intention to purchase virtual products. MIS Quarterly, 35(3), 789. https://doi.org/10.2307/23042809
Asia Circles. (2024, April 17). Live streaming and KOLs in Vietnam. asiacircles.co. https://asiacircles.co/social-commerce-vietnam/
Brunker. (2022, June 29). Adobe Commerce study highlights the importance of personalized experiences. Adobe Experience Cloud. https://business.adobe.com/blog/the-latest/adobe-commerce-study-highlights-the-importance-of-personalized-experiences
Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and Hedonic Motivations for Live Streaming Shopping. In 2018 ACM International Conference on Interactive Experiences for TV and Online Video (pp. 81-88). ACM Digital Library. https://doi.org/10.1145/3210825.3210837
Chew, X., Alnoor, A., Khaw, K. W., Sadaa, A. M., Al Halbusi, H., & Muhsen, Y. R. (2024). Symmetric and asymmetric modeling to boost customers’ trustworthiness in livestreaming commerce. Current Psychology, 43(31), 25874-25892. https://doi.org/10.1007/s12144-024-06200-4
Cho, Y. C., & Sagynov, E. (2015). Exploring factors that affect usefulness, ease of use, trust, and purchase intention in the online environment. International Journal of Management & Information Systems (IJMIS), 19(1), 21. https://doi.org/10.19030/ijmis.v19i1.9086
Cohen, J. (2013). Statistical power analysis for the behavioral sciences. Routledge.
Cui, Y., Zhu, J., & Liu, Y. (2022). Exploring the social and systemic influencing factors of mobile short video applications on the consumer urge to buy impulsively. Journal of Global Information Management, 30(1), 1-23. https://doi.org/10.4018/jgim.301201
Dang, T. T., Nguyen, H. T., & Le, L. H. (2024). Research on factors affecting the purchase intention on TikTok live stream of students in Hanoi: A SOR model approach. VNU University of Economics and Business, 4(4), 117. https://doi.org/10.57110/vnu-jeb.v4i4.234
Decision Lab. (2022). The State of Social Commerce & Live-streaming in Vietnam. MMA & Decision Lab. https://www.mmaglobal.com/files/documents/the_state_of_social_commerce_and_live-streaming_in_vietnam.pdf
Doan, T. T. (2020). Factors affecting online purchase intention: A study of Vietnam online customers. Management Science Letters, 20, 2337-2342. https://doi.org/10.5267/j.msl.2020.3.001
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2013). Multivariate data analysis: Pearson new international edition PDF eBook. Pearson Higher Ed.
Haws, K. L., McFerran, B., & Redden, J. P. (2017). The satiating effect of pricing: The influence of price on enjoyment over time. Journal of Consumer Psychology, 27(3), 341-346. https://doi.org/10.1016/j.jcps.2017.03.001
Hegawan, C. I., Faustine, T. M., Wijayanti, S., & Manaf, P. A. (2023). Exploring the influence of perceived usefulness and value of PayLater/BNPL on satisfaction, impulsive buying, and post-purchase intention. International Journal of Emerging Trends in Social Sciences, 15(1), 1-12. https://doi.org/10.55217/103.v15i1.667
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Houston, M. (2024, June 27). Lifestyle Inflation: The Silent Drain On Your Finances. Forbes. https://www.forbes.com/sites/melissahouston/2024/06/27/lifestyle-inflation-the-silent-drain-on-your-finances/
Huo, C., Wang, X., Sadiq, M. W., & Pang, M. (2023). Exploring factors affecting consumer’s impulse buying behavior in live-streaming shopping: An interactive research based upon SOR model. Sage Open, 13(2). https://doi.org/10.1177/21582440231172678
Huynh, T. D. (2023). The effects of promotions on the decision of customers to choose a delivery application to purchase food online in Ho Chi Minh City [Master’s thesis]. https://norma.ncirl.ie/6809/
Hwang, Y., & Kim, D. J. (2007). Customer self-service systems: The effects of perceived web quality with service contents on enjoyment, anxiety, and E-trust. Decision Support Systems, 43(3), 746-760. https://doi.org/10.1016/j.dss.2006.12.008
Jacoby, J., & Olson, J. C. (1976). Consumer response to price: Attitudinal, information processing perspective (condensed version). College of Business Administration, Pennsylvania State University.
Jiang, Y., Lee, H., & Li, W. (2024). The effects of live streamer’s expertise and entertainment on the viewers’ purchase and follow intentions. Frontiers in Psychology, 15. https://doi.org/10.3389/fpsyg.2024.1383736
Lavie, T., & Tractinsky, N. (2004). Assessing dimensions of perceived visual aesthetics of web sites. International Journal of Human-Computer Studies, 60(3), 269-298. https://doi.org/10.1016/j.ijhcs.2003.09.002
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-Response framework. Information, 12(6), 241. https://doi.org/10.3390/info12060241
Li, L., Feng, Y., & Zhao, A. (2023). An interaction–immersion model in live streaming commerce: The moderating role of streamer attractiveness. Journal of Marketing Analytics, 12(3), 701-716. https://doi.org/10.1057/s41270-023-00225-7
Li, Y., & Peng, Y. (2021). What drives gift-giving intention in live streaming? The perspectives of emotional attachment and flow experience. International Journal of Human–Computer Interaction, 37(14), 1317-1329. https://doi.org/10.1080/10447318.2021.1885224
Lim, Z. W., Yong, Y. C., Tan, C. H., & Chan, M. S. (2024). Impact of Social Media Marketing on Gen Z’s Cosmetic Brand Awareness. International Journal of Management, Finance and Accounting, 5(1), 64-84.
Liu, G. H., Sun, M., & Lee, N. C. (2021). How can live streamers enhance viewer engagement in eCommerce streaming? In Hawaii International Conference on System Sciences (pp. 3079-3089). https://www.researchgate.net/publication/349153132_How_can_live_streamers_enhance_viewer_engagement_in_eCommerce_streaming
Liu, L. (2022). Factors affecting consumers’ purchasing behaviours in live streaming e-Commerce: A review. Advances in Economics, Business and Management Research, 508-515. https://doi.org/10.2991/978-94-6463-036-7_75
Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829-837. https://doi.org/10.1016/j.dss.2013.04.001
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press (MA).
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems, 17(4), 300-320. https://doi.org/10.1108/ijwis-02-2021-0012
Moldovan, S., Goldenberg, J., & Chattopadhyay, A. (2011). The different roles of product originality and usefulness in generating word-of-mouth. International Journal of Research in Marketing, 28(2), 109-119. https://doi.org/10.1016/j.ijresmar.2010.11.003
Nabila, N. I., Sari, A., & Paujiah, S. (2021). The Effect of Perceived Price, Delivery Quality and Perceive Value on Purchase Intentions Mediated by Consumer Satisfaction (Study on E-commerce In Indonesia During Covid 19 Pandemic). In Proceedings of the 4th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2021, 7 October 2021, Lampung, Indonesia. European Union Digital Library. https://eudl.eu/doi/10.4108/eai.7-10-2021.2316786
Ngo, T. (2023). THE IMPACT OF E-COMMERCE ON CONSUMER BEHAVIOR IN VIETNAM [Master’s thesis]. https://www.theseus.fi/bitstream/handle/10024/813649/Ngo_Thao.pdf?sequence=2
Ngo, T. A., Bui, T. C., Huynh, C. L., & Nguyen, T. N. (2023). The effects of social media live streaming commerce on Vietnamese Generation Z consumers’ purchase intention. Innovative Marketing, 19(4), 269-283. https://doi.org/10.21511/im.19(4).2023.22
Nguyen, N. H., Tran, D. V., & Nguyen, H. M. (2024). Leveraging hedonic triggers for digital impulse purchases: Evidence from online shoppers in Vietnam. Journal of Logistics, Informatics and Service Science, 11(5), 176-188. https://doi.org/10.33168/JLISS.2024.0511
Nisa, R. C. (2023). S-o-r analysis of product offers through live streaming technology against impulse buying behavior Muslim consumers. Jurnal Ekonomi dan Bisnis Airlangga, 33(2), 257-273. https://doi.org/10.20473/jeba.v33i22023.257-273
Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer’s urge to buy impulsively. Information Systems Research, 20(1), 60-78. https://doi.org/10.1287/isre.1070.0157
Park, M., & Lennon, S. J. (2009). Brand name and promotion in online shopping contexts. Journal of Fashion Marketing and Management: An International Journal, 13(2), 149-160. https://doi.org/10.1108/13612020910957680
Purnomo, H., & Riani, L. P. (2018). Analisis hedonic shopping motives Terhadap impulse buying toko daring pada Masyarakat Kota Kediri. Ekspektra : Jurnal Bisnis dan Manajemen, 2(1), 68-88. https://doi.org/10.25139/ekt.v2i1.719
Rodrigues, R. I., Lopes, P., & Varela, M. (2021). Factors affecting impulse buying behavior of consumers. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.697080
Rusman, E., Van Bruggen, J., Sloep, P., & Koper, R. (2010). Fostering trust in virtual project teams: Towards a design framework grounded in a trustworthiness antecedents (TWAN) schema. International Journal of Human-Computer Studies, 68(11), 834-850. https://doi.org/10.1016/j.ijhcs.2010.07.003
Sekhon, H., Ennew, C., Kharouf, H., & Devlin, J. (2014). Trustworthiness and trust: Influences and implications. Journal of Marketing Management, 30(3-4), 409-430. https://doi.org/10.1080/0267257x.2013.842609
Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59. https://doi.org/10.2307/1248439
Suryatenggara, G. M., & Dahlan, K. S. (2022). The effect of perceived usefulness, perceived ease of use and perceived price on customer loyalty in Gojek through customer satisfaction (Study on Gojek apps users in Jabodetabek). Journal of Business & Applied Management, 15(2), 171. https://doi.org/10.30813/jbam.v15i2.3866
Tang, X., Hao, Z., & Li, X. (2024). The influence of streamers’ physical attractiveness on consumer response behavior: Based on eye-tracking experiments. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1297369
Tuan Anh. (2024, April 26). Vietnam’s live-stream market witnesses a sharp increase. Doanhnghiephoinhap.vn. https://en.doanhnghiephoinhap.vn/vietnam-s-live-stream-market-witnesses-a-sharp-increase.html
Van der Heijden, H., Verhagen, T., & Creemers, M. (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European Journal of Information Systems, 12(1), 41-48. https://doi.org/10.1057/palgrave.ejis.3000445
Verbeck, T. V. (2024, July 25). Understanding and Avoiding Lifestyle Creep: Tips and Strategies. Business Insider. https://www.businessinsider.com/personal-finance/banking/lifestyle-creep
Viet Duc, & May Trinh. (2024, June 21). How livestreaming is taking over Vietnam e-commerce. VNExpress. https://e.vnexpress.net/news/business/economy/how-livestreaming-is-taking-over-vietnam-e-commerce-4760130.html
Wang, X., Li, Z., Chen, S., Guo, M., & Huang, D. (2022). Research on the Influence of E-commerce Live Streaming on Consumers’ Purchase Intention——Based on SOR Theory. In Wuhan Internation Conference on e-Business. AIS Electric Library.
Wreksa, R. P. (2017). The implication of purchase intention: Analysis of perceived usefulness, perceived enjoyment, technicality and perceived price towards perceived value. Russian Journal of Agricultural and Socio-Economic Sciences, 71(11), 153-160. https://doi.org/10.18551/rjoas.2017-11.20
Wu, I., Chen, K., & Chiu, M. (2016). Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users. International Journal of Information Management, 36(3), 284-296. https://doi.org/10.1016/j.ijinfomgt.2015.11.015
Xu, X., Wu, J. H., & Li, Q. (2020). What drives consumer shopping behavior in the live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144-167. http://www.jecr.org/sites/default/files/2020vol21no3_Paper1.pdf
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375. https://doi.org/10.1177/009207002236911
Zhang, X., & Zhang, S. (2024). Investigating impulse purchases in live streaming e-Commerce: A perspective of match-UPS. Technological Forecasting and Social Change, 205, 123513. https://doi.org/10.1016/j.techfore.2024.123513